Weak or Meaningless Headline
According to John Caples in his classic book Tested Advertising Methods,the headline does 85% of the work of most ads and direct mail. Why? Because many people never read past the headline. Your headline should contain a benefit to the reader, or at least something to arouse curiosity and make them want to read more.
Feature Lists
Below the surface of everybody's consciousness is the thought, "What's in it for me?" They don't care that your product was manufactured with state-of-the-art technology. They don't care what awards you've won. Give them benefits.
For example, 'Our mountain bike frames are created with state-of-the-art metallurgical technology, which means lighter, stronger, faster frames that withstand the toughest mountain biking conditions.'
The feature implies a benefit for the mountain bike enthusiast. But, you've still got to tell them what you want them to know. Be direct.
Wrong Copy Length
Remember this: short copy on websites, long copy on direct mail.
Don't get these mixed up. Website readers don't read long copy. They scan. They're in a rush. They look for highlighted words and phrases. Direct mail readers will read long copy. They have more time and are often willing to read long copy, as long as it's interesting and informative.
Unclear or Non-Existent Offer and Call-to-Action
What do you want them to do? People cannot and will not read your mind. Tell them what to do and make it easy for them. With direct mail, always include a postage-paid reply card or a toll-free phone number. On a website, give them another button to click, a simple, short form to fill out, a toll-free phone number. Tell them what's in it for them, right now, if they follow through.
It better be free and it better be useful or at least entertaining!
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